Outdoor apparel company LL Bean has ran an enticing print campaign with a manifesto that is only fully revealed in sunlight, the work ran as a full page ad in the New York Times last week.

Echoing the brand’s efforts to get its customers venturing out into the great outdoors and its new ‘Be an Outsider’ tagline, Portland’s VIA agency developed the copy for the ad using specialised photochromic ink, reports AdWeek.

When read indoors, away from UV exposure, the copy reads ‘Just bring this outside”.

When brought outside, the above copy is incorporated into an, almost constitutional in style, ledger which reads as follows:

Where there are no strangers

Only friends you haven’t met yet

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